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'The "manly man" is mostly portrayed with a wink and a nudge these days, even as some retro elements of masculinity enjoy a revival,' she said.

According to the study, 33per cent of men use hair removal products, nine per cent use foundation, 11per cent use bronzer and10per centapply concealer.

When it comes to beauty treatments, 29per cent of men get manicures, 24per cent have facials, and 13per cent book in for eyebrow waxing appointments.

And according to data firm Euromonitor International, U.S.
consumers spent more than $5billion on men’s grooming products last
year, more than half of which went into skin care and cosmetics.

Comparatively, in 1997, consumers spent just $2.4billion on men's products.

Men’s
grooming blogs like Manface and Skin Care for Men, as well as
Birchbox’s recent subdivision into female and male categories, also
shows how men are becoming more attuned to the beauty industry - and they are fast catching up with women when it comes to how much they spend, as well.

Women spend an average of $3,800 every year on beauty products and fashionable clothes, a 2012 study for online casino RoxyPalace.com found.

Men, meanwhile, were revealed to spend $2,760 on average on male grooming products and clothes, just $80 less per month than women.

One male poll participant admitted: 'I wouldn't go as far as slapping on a face mask every night but I definitely buy more beauty products than I used to.

'I can remember my dad's cosmetic shelf consisted of a bar of soap and a bottle of Old Spice but I have a cabinet full of products.'